STARBUCKS

management 4. Competitive advantages

SEMINAR 1

Area
Directors
Coffee Brand
Directors
Marketing
Director
Director
of Innovation
Technology
Director
Regional Corporate Governance

Managers

Coffee shop manager

Deputy manager
of a coffee shop

Shift supervisor

Barista

Operational core

Financial
department

Technical
department

Personnel Training
Department

Legal department

Logistics Department

Department of
Public Relations

Middle line

Support
staff

signs ofrespectability--dress, office decor, and titles--take on enormous importance.Companies acquire

businesses rather than incubate start-ups. Their cultureemphasizes how things are done over what's being done and why people are doingit. Company leaders rely on the past to carry them into the future.

Analitical instruments

SWOT-analysis

and Fresh Juice products mix. They should build up these

products along the same line of their core coffee products

Also as consumer tastes and lifestyle shift towards more snacks and beverages options, Starbucks should expand it’s to give more healthy product offerings in its mix

Starbucks growth strategy in the saturated U.S. market should focus on getting additional penetration into untapped rural markets

Another growth sector is its packaged coffee packets and iced beverage products. Starbucks should build better relationships with big box retailers to get premium shelf space and increase the efficiency of this distribution channel

Further build and retain customer loyalty, by building on beta concept of on-the-go home delivery

Recommendations:

respect and dignity.

Greet diversity as an integral component of the

path we have chosen in business.

Apply the highest standards when purchasing, roasting, and delivering fresh coffee.

Work enthusiastically, delighting customers.

Make a positive contribution to our community and to the creation of the environment.

Recognize that profitability is the key to our future success.

a successful implementation of change 2. Tools and how to

use them in the process of changes

SEMINAR 2

the number of their coffee houses using coffee machines on

the Clover cloud platform by 2 times (up to 1000). So far, Clover systems are perceived as something from the distant future, however, Web-based cooking elements have been used since 2007. In 2008, Starbucks bought the Coffee Equipment Company (Seattle), the creator of Clover.
2. Promote tea.
Starbucks opened its first Teavana Fine Teas + Tea Bar in New York in 2014. This is the first tea of ​​its kind to be launched by Starbucks. "Tea has been part of the Starbucks legacy since 1971, when we started as Starbucks Coffee, Tea and Spices," says Starbucks CEO Howard Schulz. "The new concept of networks is to develop tea knowledge just as it was with coffee." Starbucks acquired Teavana for $ 620 million last November.

from La Boulange, a San Francisco bakery that the brand

acquired in June 2012. For a long time, Starbucks tried to create a good menu. Starbucks CEO, Howard Schulz, once said, "Many said our food tastes no better than cardboard, and I think that's a fair point.

4. Ansoff matrix
1. Market penetration 2. Product Development
3. Market Development 4. Diversification

to its customers, with most of them being limited edition,

seasonal, and often sell out within days. Due to the brand’s exclusive and premium positioning, customers take pride in owning Starbuck’s merchandise.

STAR:
Contributing more than 25% to the company’s total revenue, Starbuck’s food business vertical has surely been the STAR for the company. With plans to double its food business by 2021, the company is going full throttle and experimenting with its food offerings and options. Its hot breakfast sandwiches complemented the brand’s signature coffee offerings so well.

coffee business. The bread winner for the company since its

inception, Coffee business has grown leaps and bounds all these years, helping the company post strong financial numbers.
Despite facing competition from the likes of Barista, Cafe coffee day, Costa Coffee, etc. the company has been able to create its own set of loyal customers.
DOGS:
Starbuck’s packaged goods business is the most recent business vertical of the company. The company signed a deal with Nestle to market Starbucks Consumer Packaged Goods and Foodservice products globally, outside of the company’s coffee shops.

strategic planning;
2) Separation of the process of strategic planning between

two levels: business level and corporate;
3) The inclusion of social and political analysis in the process of strategic planning;
4) Mandatory planning of undesirable situations;
5) Exclusion of the stages of budget planning and the plan for the development of specific events from the process of strategic planning.

Innovative changes 

Competitive advantages
SEMINAR 3

coffee shop has a wide range of products and services.

So, in the event of a drop in demand for coffee, as a result of opening a new coffee shop in the neighborhood, Starbucks can compensate for the loss of profit by offering its customers another product, for example, an unusual kind of tea or a new type of cake.

The threat of new competitors:

Starbucks has no rivals who could fully compete with it. However, Starbucks must constantly “keep the bar”, develop, look for new markets, improve the service system in order to remain a headliner in its field.

Suppliers' market power:

Suppliers need Starbucks, just as much, if not more, than Starbucks needs their supplies. Fortunately, the company buys coffee beans directly from producing countries: Latin America (50%), Asia Pacific (35%) and East Africa (15%) Threats are not serious, as there is a wide network of suppliers in all countries where the product is manufactured.

Dependence on consumers:

The quality of Starbucks products is not inferior in all respects to the quality of the world's leading brands. In the case of low consumption of products, the company will be able to change its value. Thus, the company has an insignificant degree of threats from consumers.

shops. Recently, Starbucks has been in sharp competition from large

American fast-food restaurants.

Starbucks rivals Canadian coffee houses Blenz, which plans to open a cafe in China where consumers can smoke, while Starbucks does not provide this opportunity.

"McDonalds." The network has more customers than Starbucks.
Starbucks coffee is considered a luxury for the rich, while McDonalds serves families with older children. Like Starbucks, McDonalds has strong brand recognition and customer loyalty.

chains fare on product. There are six main coffees on

Costa's hot drinks menu: flat white, cappuccino, latte, americano, cortado, and espresso. Costa also serves iced coffees, teas, and hot chocolate.

Starbucks also offers these coffees but has a larger selection of more experimental flavors including its seasonal Pumpkin Spice Latte, Vanilla Bean Latte, and signature Frappucino, which do not all contain coffee.

service, but you can use its app only to find

local stores and collect loyalty points.

first donuts store opened, their only focus was donuts. They didn’t

care about anything else, especially for the coffee.
It was only in 1990s, when Dunkin’ shifted from the donut first to the coffee first model.

richer product line, higher quality and a marketing strategy that

changed a lot.
The focus of Dunkin’ was to become “the-cost-effective premium coffee seller”, to offer the same quality product with more reasonable prices.


Internationally, in 32 countries, Dunkin’ has been successfully serving its customers and the rapid growth of Dunkin’ is a result of its store consistency and franchises.
Plus, despite its name, most of Dunkin’ Donuts revenue comes from selling coffee.

and Starbucks win again...

leaving the car.

Launched in Russia in March 2018 (test coffee

shop in Pushkin, Moscow Region).

To compete with the “windows” of Dunkin ’and“ MakAvto ”- according to McDonald’s, almost half of its Russian restaurants (more than 650) have a“ MakAvto ”service. True, here Starbucks loses to competitors - it has the longest service compared to competitors (4.44 minutes per guest, Dunkin` - 2.9 minutes).

since the previous ranking. The Costa Coffee brand has 1,595

cofeshops in 14 countries. The annual increase in the number of points was 15%. The UK network has overtaken Starbucks, the global market leader. There are more than 1800 Costa Coffee stores worldwide.

resources in improving its marketing activities. To gain competitive advantage,

a company must first define their strategy.

New markets

New customers

Starbucks needs to create

by more environmentally friendly.

resources to these improvements in order to maintain its current

position in the market and attract more customers and gain competitive advantages and competitiveness.

But to do so, the company is to initiate and implement changes within the organization, as recommended above

market conditions as well:
Starbucks could monitor changes in customer behavior

and market conditions. Thus, in recent months, the performance of Starbucks will continue on a downward trend.

Management practices may need to be revised:
As part of its practice in previous years, Starbucks seems to be contained in the expansion alone, unaware of the communication with customers, who have their preferences.

It was recommended that Starbucks should focus on marketing and improving operational efficiency:
The remedy, however, must be long term, a term that is not short. Although short-term measures are needed to reflect changes in tactics, it is important to set a goal, or that correspond to revise

Area
Directors
Coffee Brand
Directors
Marketing
Director
Director
of Innovation
Technology
Director
Regional Corporate Governance

Managers

Coffee shop manager

Deputy manager
of a coffee shop

Shift supervisor

Barista

Operational core

Financial
department

Technical
department

Personnel Training
Department

Legal department

Logistics Department

Department of
Public Relations

Support
staff

Jerry Baldwin, Gordon Bowker and Zev Zigal. They were united

by a common love for coffee and a desire to sell the best samples of this drink to the city residents.

It featured a mythical siren surrounded by the name of

the company. The seductiveness of the siren symbolized that the coffee in this store will not leave anyone indifferent. Over time, the logo has changed several times, but in Seattle, you can still see the initial version of the first Starbucks store.

supposed to put the business in order and ensure its

growth. G. Schulz suggested changing the concept of the company, which had previously sold only grain, and opening several coffee bars. After 2 months, Starbucks Coffee Shop served over 700 visitors.

if the right processes are implemented and leaders have been

at the forefront of these activities

While Starbucks does not seem to have failed leader, it is necessary that its leaders must know exactly what to avoid when running to changes in the organization.